"Success Factors for a Premium Price StrategyTrechos retirados de "Confessions of the Pricing Man: How Price Affects Everything" de Hermann Simon.
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What are the common factors behind successful premium pricing strategies? What recommendations can I give?
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1. Superior value is a must: Premium pricing will work over time only if a
company offers superior value to customer.
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2. The price-value relationship is the decisive competitive advantage:
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3. Innovation is the foundation: In general, innovation provides the foundation for a successful, sustainable premium price position.
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4. Consistent, high quality is a must: This prerequisite comes up time and again. Successful premium supplier s maintain high and very consistent quality levels. Their service must also meet the same requirements.
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5. Premium pricers have strong brands: One function of these strong brands is to transform a technological advantage - which is often temporary - into a longlasting image advantage.
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6. Premium pricers invest heavily in communication: They know that they have to make the value and advantages of their products perceptible and understandable to consumers. Remember: only perceived value counts.
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7. Premium pricers shy away from special offers: They are hesitant to offer promotions and special offers. If the promotions they offer are too frequent or too steep, these instruments can endanger the premium price position."
sexta-feira, fevereiro 19, 2016
Pricing man (parte VIII)
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